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Get an Edge on Facebook 
Edgerank, Post Reach, & Ads Explained 
Bill Grunau 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
Don’t freak out! 
There is a really simple explanation. 
What is Edgerank   Great Posts    Getting an Edge   Facebook Ads    Ad Examples   Resources 
Every action on Facebook is an “Edge” 
It looks complicated, but it works like this… 
• Edgerank determines reach & visibility of posts. 
• Likes, shares, and comments increase Edgerank. 
• Interaction increases Edgegrank. 
• Post Edgerank decreases over time.  
u = affinity; relationship with user 
w = weight, relevance of & interest in the post. 
d = decay, age of the post 
What makes a Great Post 
Content Drives Visibility and Reach!  
• Short posts. 
• First 3 to 5 words determine if they will read. 
• Interesting, funny, engaging picture. 
• No advertorials! Engage, do not sell.  
• Likes, comments, shares increase Edgerank. 
• Compare posts, A‐B testing 
 
What is Edgerank   Great Posts    Getting an Edge   Facebook Ads    Ad Examples   Resources 
Getting an Edge 
Using Facebook Ads to Increase  
Edgerank, Visibility &  Reach!  
• Promoted Posts. 
• Show Stories about; Likes, comments, shares. 
• News Feed Ads – right hand column.  
• Ads increase Likes, comments and shares –  
which increases Edgerank for Page and Posts.  
 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
Facebook Average CTR and CPC 
• Average Click Thru Rate 0.04%, just 4 in 10,000  views 
• Average Cost per Click $0.70  
• We average over 1%, and some over 5% or more 
http://www.insidefacebook.com/2012/04/04/survey‐suggests‐facebook‐advertising‐benchmarks‐0‐80‐cpc‐0‐014‐percent‐ctr/ 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
• Ad CTRs from 1% to 3% ‐  75X industry average! 
• Post Engagement CTR over 20%! 
• Big budget NOT required for BIG results  
 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
• 3,957 page Likes generated for $325 and 2,603 Likes for $504 
• Ad CTRs 0.7% ‐ nearly  20X industry average! 
• Big budget NOT required for BIG results  
Testimonial Delivers 13% CTR 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
Luxury Yacht 5.7% CTR!  
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
Best Vacation Ever… 1.5% CTR 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
Unforgettable Vacations… 1.1% CTR 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
Sailing 0.26% CTR  
How to get an Edge!  
• Engage your fans!  
 Less than  1 in 20 returns within 30 days!  
 Make it fun and interesting. 
 Reach out via your posts. 
• Create exceptional posts 
 Fun, exciting, cute pictures. 
 Interesting and fun content. 
 Make it something they would want to share. 
• Grow your audience 
 Promote your BEST posts. 
 Advertise your page to target audience. 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
Resources and References 
1. Facebook advertising benchmarks  
http://www.insidefacebook.com/2012/04/04/survey‐suggests‐facebook‐advertising‐benchmarks‐0‐80‐
cpc‐0‐014‐percent‐ctr/ 
2. Facebook blog: Update on Facebook Ads 
https://newsroom.fb.com/News/620/An‐Update‐on‐Facebook‐Ads 
3. Facebook Kills Sponsored Stories 
http://blog.hubspot.com/facebook‐kills‐sponsored‐stories 
4. Increase Your Facebook Edgerank 
http://www.esotech.org/blog/seo/increase‐facebook‐edgerankreach‐engagement 
5. Effective Social Media Campaign for Small Business 
http://www.esotech.org/blog/smo‐social‐media/developing‐effective‐social‐media‐campaign‐small‐
businesses  
6. Edgerank Checker 
https://www.edgerankchecker.com/ 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 
Resources and References 
Blogs Worth Reading 
1. Hubspot  
2. Social Media Examiner 
3. Heidi Cohen 
4. Duct Tape Marketing 
5. Mashable 
6. Esotech.org/blog 
 
 
What is Edgerank   Great Posts   Getting an Edge   Facebook Ads    Ad Examples   Resources 

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Get an Edge on Facebook; Edgerank Explained, Post Reach, Ads Explained: Social Media Day Miami 2013